South Africa, July 30 -- Many high-net-worth consumers have deliberately engineered advertising out of their lives. They subscribe to ad-free streaming services, spend less time consuming traditional media, and have little patience for brand interruptions.

This raises an obvious question. If you can't interrupt them, how do you reach them?

The answer isn't necessarily more media. It's amplifiable experiences. Not because experiences replace advertising, but because they create something advertising rarely can: genuine interest.

A well-designed experience creates stories. Stories create content. Content fuels social conversation, PR and influencer coverage. Suddenly, a room of a few hundred guests becomes content that reaches hundreds o...